University of Surrey

MSc in Marketing Management: Dissertation (Which are the most important factors affecting customer loyalty in the UK personal banking industry?)

To identify which are the most important factors affecting customer loyalty in the UK personal banking industry?

The following factors have already been identified with primary data collection using qualitative methods: Security; Quality of Service; Trust; Value in terms of Product Features/Benefits/Rewards; Location; Diversity of Product Mix; Brand Equity; Commitment; Shared Values (e.g. Co-Operative Bank's ethical policy created in 1992).

The following factors have been selected to be tested.
Customer Service - H0: There is a relationship between the perception of service quality by customers and their intention to remain loyal to the same UK bank.
Value of the Banking Package - H0: There is a relationship between the perceived value of the total package of benefits that a customer of a UK bank receives and that customer's intention to remain loyal to that bank.
Commitment - H0: There is a relationship between a customer's commitment to their UK bank and and that customer's intention to remain loyal to that bank.
Trust and Loyalty - H0: Trust has a positive effect on loyalty of customers within their own UK bank.